"Houjie Shoe Industry Upgrading Framework" To Help Enterprises Pformation And Upgrading

On June 3rd, at the founding ceremony of May 31st,

Three or four years ago, the world shoe industry (Asia) headquarters base finally came to "

At the foundation laying ceremony in May 31st, the Houjie government signed a letter of intent to accelerate the pformation and upgrading of the thick street shoes industry with the world shoe industry (Asia) headquarters base.

The total investment capital of the project has been increased from 1 billion yuan to 1 billion 600 million at the beginning, with a total construction area of 480 thousand square meters. It is expected to be put into operation at the end of 2013.

Of course, for the pformation and upgrading of the entire industry, this is both a milestone and the first step towards reality.

Predicament

The dream of "godfather of women's shoes" in China

4 years ago, the eve of the financial crisis.

The shoe industry crisis in Dongguan has arrived ahead of schedule, the factory has been closed down and employees are in arrears of wages. The mode of processing and manufacturing and brand subcontracting which has been rapidly rising in this industry seems to be at the end of the night.

Zhang Huarong, chairman of Huajian group, called "godfather of Chinese women's shoes" has an idea: building a super large-scale world shoe industry (Asia) headquarters base.

He positioned the base as an Asian headquarters for R & D, trade, brand incubation and logistics, becoming the order center of shoe-making enterprises, and promoting the pformation and upgrading of the whole industry.

Zhang Huarong would not have thought that the idea of 4 years ago ended up as a "Star project". It was favored all the way, and was finally laid the foundation for the status of Dongguan's key projects.

At that time, Zhang Huarong had already been the chairman of China's largest women's shoes manufacturer.

4 years ago, he told reporters in Nandu: "they say I am a godfather", "Godfather" is a responsibility.

I started my own business without any conditions.

I would like to take you all to start a business together.

4 years later, when asked by reporters why this project has been bubbling up for so many years, now it has laid a foundation for it. Will it miss the opportunity? Zhang Huarong's answer is still carrying his "Godfather" Fan: "is it not easy to make money? But on this project, I value the industry value and social value more.

After 4 years of preparation, I am laying the foundation today. I can say that I am more confident in this project and have more confidence in its long-term operation.

The only thing that Zhang Huarong did not expect was that the investment quota of the base was estimated at about 1 billion at that time, and it was added to 1 billion 600 million when the real foundation was laid.

After wind and rain

Consensus of the world shoe factory

Zhang Huarong was lucky. When he constantly promoted his concept of "world shoe industry (Asia) headquarters base", he ran into a very good opportunity -- the government's urgent desire to promote industrial pformation and upgrading.

Now, after the financial crisis, Dongguan has chosen two pilot towns and two industries as a pilot project in the pformation and upgrading of industries: one is the big wool weaving, the other is the thick street shoe industry.

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At this point, Zhang Huarong did not know, and soon, Houjie town government would take the initiative to find him.

Thick street also has a foundation. Shoemaking is one of the pillar industries of Houjie.

There are more than 1000 shoemaking enterprises in the whole town, more than 1000 other manufacturers of leather, shoes, shoes and hardware, and over 1000 products, shoes, leather, hardware, footwear chemicals, trade businesses and shops, and nearly 150 thousand of the employees.

Its export value of footwear occupies 1/4 share of Guangdong Province, and is known as the "world shoe factory".

In recent years, the professional market of shoe market has been built on Houjie, which has many specialized markets, such as ho shoe shoe material market, far rind material market, Hetian leather material market, Hongyun shoe material square, Nanfeng leather shoe material trading center and so on. Local capital is very active in this field.

But in choosing the "leading" project, Houjie Town's attitude is very prudent.

If you look at it carefully, you will find that "Dongguan shoe pformation and upgrading and cluster development policy support program", which is led by Houjie, is supporting the "leading" project of the pformation and upgrading of the thick shoe industry, not the local private enterprises. For Houjie, its killer is not "world shoe industry (Asia) headquarters base".

Zhang Huarong's enterprises need to pform and upgrade. The thick street shoe industry should also be pformed and upgraded. What Zhang Huarong thinks is also what the government needs, and the two sides have a common understanding of the platform's construction.

Based on common interest demands, the two sides hit the nail on the head.

According to the plan, the world shoe industry headquarters base will be set up to build Dongguan shoe industry creative park in Houjie ecological science and Technology Park in Dongguan. We plan and reserve 1000 mu of land for the park to provide preferential land resources for R & D centers, trade centers, high-end production lines and public R & D trading platforms.

The government gives financial support to the world shoe industry headquarters base project and the shoe cluster platform construction.

Zhang Huarong said: "without the support of the government, the project will not be so fast, and it will lay the foundation for success."

Look at the future

Transformation of brand building and automation

At the foundation laying ceremony yesterday, five robots performed vigorously.

Zhang Huarong said that in 3-5 years, these robots will appear in assembly line production, and they will replace the shortage of labor force.

"The era of production around the shift of labor force has become a thing of the past".

The world shoe industry headquarters is ready to invest 20 million, and Shanghai Ying Si Automation Technology Co., Ltd., to develop and achieve robot automated production.

The foundation of the world footwear industry headquarters is based on "Dongguan 2011 key project" and "four years development" major project.

At the same time, as a pilot project of industrial pformation and upgrading in Guangdong province.

Zhang Huarong's idea of 4 years ago has now begun to come close to reality.

After the completion of the project, it will become a "one-stop" comprehensive service headquarters platform, which integrates shoe industry's high-end R & D design, trade logistics, brand display, order and raw material procurement, brand incubation and information consultation. It serves the pformation and upgrading of the footwear industry in Dongguan and the development of the whole industrial cluster, and vigorously promotes the development of China's footwear industry from the low end manufacturing market to the high-end brand market.

According to the plan, the world shoe industry headquarters will focus on importing shoe research and development institutions, international trade and purchasers, shoe manufacturers and branding manufacturers all over the country, international and domestic suppliers of raw materials, and shoe supporting services.

After the completion of the project, 10000 businesses will be accommodated to solve the employment problem of 40 thousand -5 million people. After the completion of the project, the annual paction volume is expected to reach 50 billion.

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Observers say

It's just a starting point.

The world shoe industry (Asia) headquarters base has been roaring.

But laying a foundation does not mean building up. Even starting work does not mean that it will soon be opened.

In recent years, there are also places like Guangzhou, which also say that we need to engage in "shoe industry headquarters". Far from the Yangtze River Delta, Zhejiang and Wenzhou, they have already embarked on the road of self brand creation.

R & D and marketing conditions are more mature.

Although the positioning of projects is different, competition is inevitable.

The shoe factories in Dongguan mainly rely on OEM and OEM, lack of independent brands, and fail to embark on the road of self brand creation, such as Zhejiang Wenzhou and Fujian shoe factories, and thus lack of independent intellectual property rights. As a result, the price competition in Dongguan's footwear industry chain will be brutal.

Can the "leading" in the future open up a new prospect for the development of Dongguan shoes? Terror must also be seen. Whoever can seize the opportunity and drink the soup is the absolute principle.